What was the Challenge / Background of the Campaign?

SJM Concerts Presents worked with CMS Music Media to plug the latest Foo Fighters Arena Tour.

What was the Campaign Objective?

SJM wanted to create a buzz about Foo Fighters' tour dates and generate demand for when the tickets were released. CMS Music Media partnered with RadiumOne to target Foo Fighter Fans the minute tickets went on sale.

What was the Solution?

RadiumOne generate 1st party data based on users engaging with/sharing music content. Music is a passion point, one which we happily share with our friends. RadiumOne can leverage this 1:1 share, linking that sharing data to delivery. By leveraging intent based data - when users engaged with/shared Foo Fighters content, or content about similar artists - RadiumOne served them an Ad. We then applied Sharegraph™ to reach the close, social connections of those engagers by tapping into the sharing habits of those users (Based on who they shared music content with).

What were the Results?

RadiumOne were able to identify and quickly target Foo Fighter Fans. The tour sold out and RadiumOne's efficient targeting generated a staggering 384:1 ROI for SJM and CMS Music Media.
The great performance on this campaign has lead to a repeat booking in Q3 2015.

What were the Key Learnings of this Campaign?

RadiumOne can tap into passion points, connecting users through their shared interests.
By targeting users who engage with/share likeminded content, we can add further scale and reach.
In this instance targeting users who engaged with/shared Foo Fighters' content drove real ROI.